The Future of Web Design Is Reading People’s Minds…and It's Available Now

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B2C marketing has fast become C2B. People are now in control of how and when they interact with brands, and technology allows them to jump around the traditional path-to-purchase like a pinball.

With consumers in the driver’s seat, marketing in the modern world now requires brands to put people – and not just products or campaigns – at the center of their efforts. We see this play out predominantly in media channels. Programmatic mechanisms have burst onto the scene with enhanced data libraries and ad technologies that allow advertisers to adopt sophisticated approaches to targeting their audiences – even down to the individual.

But is that enough for marketers today? Shouldn’t brands infuse data and personalization into the design of every touch point they have with consumers?

Of course, they should. Consumers’ heightened expectations demand a more bespoke, relevant and anticipatory experience across the board. Anything less today is a non-starter.

Even in a world dominated by tweets, snaps and likes, there is no denying the importance of a strong web presence for a company. But how does a brand leverage data to properly inform its website design and functionality – including for unknown visitors?

Simple – ResponsiveAi.

Responsive Audience Intelligence (ResponsiveAi) is iCrossing’s proprietary approach to Responsive Design that enables marketing and commerce content to react directly to an individual consumer whether they are part of a brand’s customer database or not. ResponsiveAi utilizes an integrated data approach – including information that iCrossing has preferred access to via Hearst’s premium audience collection – in order to implicitly identify specific users (no login required).

This approach leads to a more accurate representation of a visitor’s true interests and behavior and combined with our content, creative and technology strategies, it helps to deliver one of the most customized site experiences available today. Not only does ResponsiveAi lead to higher conversion rates, it will delight consumers and build more profitable, long-term relationships.

The proliferation of channels and devices has collapsed the marketing funnel to create an “always on” consumer. Marketing in this modern world today means winning the hearts and minds of consumers, one experience – or moment – at a time. Through a people-based approach that relies on data, “ResponsiveAi” is taking web experiences to the next level for brands interested in making their data and content work smarter in an effort to drive results.